Herbalife, Cristiano Ronaldo Partner on ‘Fuel Like Ronaldo’ Campaign

Herbalife announced the launch of its “Fuel Like Ronaldo” campaign, designed to translate the nutrition and performance strategies elite athletes use into practical guidance for everyday wellness.

The company has spent more than 20 years working with professional athletes, including a long-standing partnership with Cristiano Ronaldo. The campaign comes in advance of the World Cup this summer.

“For more than two decades, Herbalife has been helping elite athletes optimize performance through science-backed nutrition programs,” said Stephan Gratziani, CEO. “The ‘Fuel Like Ronaldo’ campaign makes Herbalife’s nutrition expertise accessible to everyone. We are combining our expertise in performance nutrition with new digital tools to create a simple, effective system that can help anyone live a healthier, more active life.”

Since 2013, Herbalife has supported Ronaldo’s training and recovery with products such as Formula 1 protein shakes and Herbalife24 CRZ Drive, a hydration drink developed with Ronaldo. The partnership has since expanded into personalized nutrition, including Ronaldo’s investment in Herbalife’s Pro2col digital platform and the acquisition of certain assets of Bioniq, a personalized supplement company supported by Ronaldo.

“Discipline in nutrition has always been a key part of my success, both on and off the pitch,” said Ronaldo. “I’ve worked with Herbalife for many years and believe in the power of consistent, structured fueling. The ‘Fuel Like Ronaldo’ campaign is about sharing those principles so anyone can perform, recover, and feel their best every day.”

The campaign will include fan activations at major sporting moments, social media content with expert and athlete-led wellness insights, and an always-on digital experience, the company reported. It will focus on: preparation, through balanced nutrition and hydration for the day ahead; performance, such as sustaining energy and focus during daily work and physical activities; recovery, through restoring strength and repairing muscle; and repetition, to create consistency for long-term wellness.